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You've cut the album, designed the packaging, gotten some band photos taken. Now what do you do?
Before you even think of planning your cd release party you need to promote it! Critical to promotion is to prepare a professional press kit that sells the band and your new release.
Often called a press kit (EPK is an electronic press kit), your promotional package provides that all important first impression to the talent buyers, editors, and music directors that can direct your CD into the right hands.
Whether you are trying to book a gig or get your album reviewed, there are some elementary steps you need to take to improve your chances for positive results.
First, a clean, neat and professional looking press kit gives the impression that you are serious and worth someone's time. A "one sheet" can easily state all your information in a format that is recognizable to most music business professionals. By keeping it short, and to the point you improve your ability to reach your intended audience.
The one sheet for editors (magazines, blogs, etc) basically should include the following: a good photo of the band and link to high-resolution photos; the album artwork; track names, running time, label and distribution information; band members with instruments played; any production information; a brief bio; recommended tracks that show the diversity of sound on the cd; bands you have been compared to; any press clippings; and contact information for more folks wanting to know more. If you have a website and some HTML or CSS know-how, you can also build a back-end page that does this in electronic format. This is a great first step to letting the world know who you are.
The one sheet for music directors (radio) should include the following: a good photo of the band and link to high-resolution photos; the album artwork; track names, running time, any FCC prohibited language with track number, label and distribution information; band members with instruments played; any production information; a brief bio; recommended tracks (often called needle drops) that show the diversity of sound on the cd; bands you have been compared to; any press clippings; and contact information for more information.
The one sheet for talent buyers or bookers should include the following; a good photo of the band and link to high-resolution photos; the album artwork; label and distribution information; band members with instruments played; any production information; a brief bio; upcoming shows; well known bands you have played with; bands you have been compared to; any press clippings; and contact information for booking.
A press release can be incorporated into the text of your one sheet, or added as an addendum. Press releases should include release date of album or tour dates, contact information, and newsworthy info.
A few tips to remember: bios should be short and sweet, approximately one paragraph. For more information, check out this great resource on how to right a bio 101: http://www.musicbizacademy.com/knab/articles/artistbio.htm; photos and album artwork can make or break your shot, so spend some time and money on them; most folks want a heads up before you send out your press kit so an e-mail or phone call works well (unless they state not to do so).
In addition to your one sheet, your package should include the finished CD or vinyl product with full artwork. If you are preparing an electronic press kit, have a link available where the audience can download both the full album and artwork.
Leave out of your package or EPK any items that don't need to be there. Assume folks don't have a sense of humor.
Some publicists will include a gag gift as a conversation starter, but its best to steer clear of this if you are new to promotion. Instead, try focusing your money and energy on getting the most professional package together...including labels and your envelope.
Make sure you have professional contact information (like applying for a job, you don't want to ask folks to email you at milf@crazytown.com).
Before you finish stuffing envelopes, spend some time thinking about "markets" you should hit. You also should consider that everyone you mai out to will need to be followed up with in two to three weeks. Brainstorm with band members on which publications (or venues) you think would be a good fit.
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